British Airways have tapped into the childlike excitement of seeing a plane with these real time interative billboards.

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Billboards are the most common form of outdoor advertising. Large and prominently placed, ad agencies are continually thinking of new and innovative ways to use them to grab the attention and imagination of their target audience.

This design from British Airways certainly got our attention. Designed by the Ogilvy Group UK, the company uses surveillance technology to track the flights - allowing a child to point to the overhead flights in real time. BA head of marketing Abigail Comber explains, "This is a first, not just for British Airways but for UK advertising."

Channelling that childlike excitement of seeing your first ever aeroplane, the billboard is a truly marvellous example of interactive design. You can see the billboards in London’s Piccadilly Circus and Chiswick.